IBM Z2.png
IBM Z3.png
IBMZ Architects.jpg
IBM Z1.png

Reframing the Mainframe - IBM Z & Today's Architects

The Challenge:
Despite its critical role in enterprise technology, the mainframe has long been perceived as outdated, with concerns around its future viability and a shrinking talent pool. Newcomers to the industry were particularly skeptical about investing in a technology they believed to be static, complex, or lacking innovation. Additionally, concerns about data security, privacy, and compliance were at the forefront of decision-making in an increasingly hybrid cloud environment. IBM needed to shift these perceptions and demonstrate how mainframe technology is not only relevant but also a driving force behind modern business innovation.

The Approach:
To change the narrative, we recalibrated the way people see the mainframe by showcasing real-world success stories. Showcasing startup visionaries, students, and enterprises leveraging IBM Z in hybrid cloud environments, we aimed to shift the perception from outdated legacy tech to an essential, adaptive technology for the future. The campaign highlights inspirational stories of human reinvention, ingenuity and resilience and then invites/challenges viewers to answer a simple question: What could you build with IBM Z?

The Solution:
We developed an integrated, connected experience titled "Today's Architects", a digital storytelling campaign that amplifies the voices of individuals and organizations shaping the future with IBM Z. The campaign featured:

  • • Personalized storytelling through videos, articles, and testimonials from users harnessing IBM Z for innovation.

  • • Targeted social media engagement to reach skeptics and inspire curiosity.

  • • A dedicated campaign and event page designed as a knowledge hub for aspiring and existing IBM Z users.

  • • Promotional assets including event banners, flyers, and social ads to drive engagement before, during, and after the campaign.

    • IBM Z Day integration, leveraging "Today's Architects" as a springboard to raise awareness and drive registration for IBM’s largest annual mainframe event.

The Impact:
The campaign not only resonates with existing IBM Z users but also engages a new generation of architects eager to explore mainframe technology. Key achievements to date include:

  • • High engagement rates across social media, exceeding KPIs for shares, comments, and conversations.

    • Significant organic traction, with participants amplifying their stories through their own networks.

    • A record-breaking IBM Z Day, with a 20% YoY increase in registrants/new users

    • Industry recognition, the IBM Z Today’s Architect's won two (2) Bronze Telly Awards for integrated campaign and video storytelling.

    This campaign successfully reshapes outdated mainframe perceptions with real-life evidence of IBM Z ability to future-proof "Today's Architects". It successfully inspires a new wave of talent, business and entrepreneurs to engage, proving that the mainframe remains an essential pillar of enterprise innovation.